This project analyzes Adidas sales performance across retailers, regions, and product categories using an interactive Power BI dashboard. It delivers visual insights into product trends, geographic performance, and sales channel efficiency to support data-driven decisions in marketing, merchandising, and supply chain planning. From identifying top-selling products by region to tracking seasonal sales peaks and evaluating sales methods, the dashboard balances high-level overviews with detailed transaction-level insights.
The dataset contains transactional-level records with the following structure:
| Column | Description |
|---|---|
| Retailer | Name of the retailer selling Adidas goods |
| Retailer ID | Unique identifier for each retailer |
| Invoice Date | Transaction date |
| Region | Geographic region (e.g., Northeast, West) |
| State | U.S. state where the transaction occurred |
| City | City where the transaction occurred |
| Product | Product category |
| Price per Unit | Unit price of the product |
| Units Sold | Quantity sold |
| Total Sales | Total revenue from the transaction |
| Operating Profit | Profit from the sale |
| Operating Margin | Profit margin in percentage |
| Sales Method | Sales channel (In-store, Online, Outlet) |
Power BI was used for data modeling, cleaning, and visualization.
The Adidas Sales Dashboard analyzes $899.9M in total revenue from 2M units sold, with an operating profit of $332M. Key sales are driven through in-store methods, with top-performing products being men's footwear. Geographically, the Northeast and West regions account for nearly half of the total revenue. This dashboard enables a deeper understanding of product and channel-level performance for data-driven retail decision-making.
- West Gear leads with $243M, driven by Men’s Street Footwear ($53M) and Women’s Apparel ($47M).
- Foot Locker follows with $220M, with top sales in Men’s Street Footwear ($57M) and Women’s Street Footwear ($36M).
- Sports Direct generates $182M, mainly from Men’s Athletic Footwear ($39M) and Women’s Apparel ($37M).
- Kohl’s records $102M, led by Women’s Apparel ($20M) and Men’s Street Footwear ($28M).
- Amazon and Walmart trail behind with total sales around $78M and $75M respectively.
- July is the peak month at $95M, followed by August ($92M) and December ($86M).
- March ($57M) and February ($61M) have the lowest sales.
- October ($64M) and November ($68M) are slightly below the annual average.
- Average monthly sales hover around $75M, with May ($81M) and June ($75M) just above the baseline.
- Men’s Street Footwear tops with 593K units sold.
- Men’s Athletic Footwear (436K) and Women’s Apparel (434K) follow closely.
- Women’s Street Footwear (392K) and Women’s Athletic Footwear (317K) also perform well.
- Men’s Apparel is the lowest-selling category at 307K units.
- West Gear leads with $243M, dominated by in-store sales ($157M).
- Foot Locker shows a balanced mix: in-store, online, and outlet channels each contribute over $70M.
- Sports Direct and Kohl's rely heavily on outlet sales ($68M and $42M).
- Amazon is mostly online-focused, while Walmart shows low in-store and online figures but performs better in outlet ($43M).
- West has the highest sales at $269.9M (30% of total).
- Northeast follows with $186.3M (21%), together comprising nearly half of total sales.
- Southeast ($163.2M) and South ($144.7M) follow.
- Midwest records the lowest at $135.8M (15%).
- New York leads with $64.2M in sales and 169K units sold, followed by California ($60.2M), Florida ($59.3M), and Texas ($46.4M).
- These four states account for a substantial portion of national sales and volume.
- South Carolina ($29.3M) and Washington ($26.3M) fall mid-range.
- Nebraska ($5.9M, 19K units), Minnesota ($7.4M), and Iowa ($7.4M) are the bottom three states, with sales under $8M and low unit volumes.
- Reinforce In-Store Dominance: Continue investing in in-store marketing, especially with top-performing retailers like West Gear and Foot Locker.
- Strengthen Online Channels: Boost digital sales for Amazon and Walmart through SEO, online exclusives, and targeted advertising.
- Double Down on Footwear: Focus on best-sellers like Men’s Street and Athletic Footwear through bundles and seasonal drops.
- Reposition Men’s Apparel: Improve performance via pricing adjustments or refreshed marketing campaigns.
- Scale High-Yield Markets: Allocate more resources to the West and Northeast, which drive nearly half of total revenue.
- Lift Midwest Presence: Run local campaigns or expand distribution in underperforming Midwest states.
- Capitalize on Peak Months (July & December): Align promotions and launches with periods of high demand.
- Stimulate Low Months (March & October): Use targeted discounts or new product releases to drive traffic.
For questions, collaboration, or dataset access, feel free to reach out:
Evita Negara
[email protected]